BOYLE Sports has signed a sponsorship agreement with British Super League Basketball club the London Lions.
The deal will see the bookmaker’s logo appear on the front of team shirts and at the Lions’ home court, the Copper Box Arena, for all Super League and BKT EuroCup matches.
The agreement is part of BOYLE Sports’ wider £100 million investment in the UK market, which includes the multi-year partnership with English Premier League side West Ham United.
The bookmaker also recently sealed a deal with TNT Sports to be the official sponsor of its English Premier League coverage for the 2025/26 season.
“This is a hugely exciting new frontier for BOYLE Sports and our new investment in the UK market,” said BOYLE Sports CEO Vlad Kaltenieks. “London Lions are a perfect partner for us, with both brands operating at the crossover of sport and culture. We look forward to many successful nights under the lights of the Copper Box Arena.”
Justinas Liaudinskas, chief commercial and revenue officer at the London Lions, added: “We’re extremely proud to welcome BOYLE Sports as our new front-of-jersey partner. Both the Lions and BOYLE Sports share mutual ambition to establish real presence in London. We’re excited to grow together and create memorable moments for our fans on and off the court.”